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Account-Based Content Marketing: Building an effective content strategy to support your strategic marketing efforts.

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Building an effective #ContentStrategy to support your account-based #marketing efforts. Presented at the @Demandbase Impact Tour stop in San Jose on January 28, 2016. #ABMIMPACT #B2B #ABM

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Account-Based Content Marketing: Building an effective content strategy to support your strategic marketing efforts.

  1. 1. Account Based Content Marketing Building an Effective Content Strategy to Support Your ABM Demandbase Impact Tour 2015 @adammonagoAccount Based Content Marketing ADAMMONAGO
  2. 2. @adammonagoAccount Based Content Marketing 2Image Credit: Walter Benson "Drowning in Bricks” We are drowning in content
  3. 3. @adammonagoAccount Based Content Marketing We’ve become really “good” at this. 3 Online TOFU MOFU BOFU Blogs, SEO PR / Outreach Radio, Billboards, TV Social Retargeting Email Newsletters CTA’s with Gated Downloads Targeted Offers Case Studies Testimonials Content for Exec Sponsors
  4. 4. Our priorities have changed 4 Interesting changes between 2015 and 2016 CMI-MarketingProfs B2B Study
  5. 5. 5 Massive waste
  6. 6. @adammonagoAccount Based Content Marketing The Right Accounts The Right Time Personas of the Right People (Users, Influencers, Buyers) 6 A Better Way: Account-Based Marketing
  7. 7. AWARENESS Online INTEREST CONSIDERATION PURCHASE ADVOCATE ENGAGE EXPAND IDENTIFY #FlipMyFunnel 7
  8. 8. AWARENESS Online INTEREST CONSIDERATION PURCHASE ADVOCATE ENGAGE EXPAND IDENTIFY #FlipMyFunnel 7 IncreasedFocus Reduced Waste
  9. 9. 8 What kind of content do we need? Photo Credit: UNCG Research, 2014
  10. 10. @adammonagoAccount Based Content Marketing Content Should Unlock Group Buying Behaviors 9
  11. 11. @adammonagoAccount Based Content Marketing “Mobilizers” Help You Combat the 5.4 10
  12. 12. @adammonagoAccount Based Content Marketing The 3 C’s of ABM Content Strategy 11 Curate Create Customize
  13. 13. Curating Content That Compliments Events Curate
  14. 14. Content Libraries to Support Self-Service Curate
  15. 15. Newsletters That Present Your Human Side Curate
  16. 16. Create Content Based on Mobilizer Research 15 Start With Sales Insights Supported by Research Refined With Testing Commercial Insights Engaging Topics and Tactics Competitive Differentiation Customer Pain Points Create
  17. 17. Sample Research Questions 16 Which account demographics have the most success with your solutions? For recently closed-won deals, what sort of content did they consume? How many touch points were involved in previous sales? Who were the stakeholders? What were their titles? When were they involved? Create
  18. 18. @adammonagoDemandbase Impact Tour 2015 Don’t be afraid of testing new concepts Create
  19. 19. Empowering Content 18 Create
  20. 20. @adammonagoAccount Based Content Marketing Consider Customization In Different Areas 19 Substance (Column B) Delivery (Column C) Presentation (Column A) Customize
  21. 21. @adammonagoAccount Based Content Marketing Don’t Forget: Follow “10x” Content Principles 20 Do a competitive analysis 1 2 Identify the unique value that you are going to provide to readers and influencers 3 Recognize the investment of time by the reader and accommodate them 4 The mobile and social experiences for your content need to be outstanding 5 Don’t try to create viral content 6 Properly staff your team More on 10x Content: bit.ly/10xMaven
  22. 22. @adammonagoAccount Based Content Marketing Don’t Forget: Practice Responsive Delivery 1. Feedback 21 4. Automation 2. Collaboration 3. Ownership More on Responsive Delivery: http://bit.ly/responsive-delivery
  23. 23. Adam Monago adammonago.com @adammonago Husband, daddy, musician, yogi, gardener, foodie, politico, and dog lover 20 Years: I/T, Consulting, Software Product Management, Sales and Marketing/Digital Passionate about #analytics, #martech, #seo, #contentstrategy and #design Writing and public speaking on digital strategy and content marketing About me 22 @adammonagoAccount Based Content Marketing
  24. 24. Thank You @adammonago ADAMMONAGO www.adammonago.com www.linkedin.com/in/adammonago @adammonago www.adammonago.com

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